Introduction

As marketers, we should categorize our marketing campaigns into types such as retention, engagement, onboarding, and so on. Categorizing campaigns helps marketers define:

• Clear Objectives: Clarify and communicate the specific goals and objectives of each campaign. It provides a structured framework to ensure that campaigns are designed to fulfill specific targets, whether it is acquiring new customers, retaining existing ones, or re-engaging inactive customers.
• Targeted Strategies: Different campaigns require different strategies and tactics. We can develop targeted approaches that align with the specific needs and characteristics of the campaign's intended audience. This ensures that the marketing message is relevant and resonates with the targeted segment, increasing the chances of a successful outcome.
• Resource Allocation: Each campaign may require different budgets, resources, and timelines. We can allocate their budgets, personnel, and other resources appropriately to maximize the impact and effectiveness of each campaign type.
• Performance Evaluation: Grouping campaigns into categories enables us to evaluate our performance more effectively. By analyzing the result of every campaign group, we can identify patterns, trends, and areas of improvement, leading to informed decisions and optimized future engagement initiatives.
• Communication and Collaboration: We can communicate and collaborate more effectively with other teams and stakeholders. Additionally, it facilitates knowledge sharing and best practices across the organization, enabling teams to learn from successful campaigns and replicate their strategies in the future.

In this article, we will learn to:

• Group MoEngage campaigns through Campaign Tags and Tag Categories.
• Use these tags effectively to gain deeper insights from campaign reports or analytics.

Expected Results

Context

Let us say, you are running a series of campaigns (C1-C3) for an upcoming sale on your E-commerce platform. The sale is running on two product verticals - Apparels and Mobile for two regions- India and USA. You need five tags: Sale, India, Mobile, USA, Apparels across two categories Region and Vertical.

Results

1. Create four campaigns with the following tags:

   	Default Tag	Category-Region	Category-Vertical
   Campaign 1	Sale	India	Mobile
   Campaign 2	Sale	India	Apparels
   Campaign 3	Sale	USA	Mobile
   Campaign 4	Sale	USA	Apparels

2. Create a segment of users who have received any sale related campaign.

3. Filter and export all campaigns with the tags Sale and Mobile.

Group and Organise Campaigns

In this section, let us learn how to group and organize campaigns.

Step 1: Add Tags to Your Campaigns

Perform the following steps to add tags to your campaign:

1. On step 1 "Target users" of campaign creation, you will see an option Campaign tags. It is applicable for across all campaign channels.
   
2. The drop-down will show you a list of all your tags grouped by categories. Select a tag from the drop-down list or create your own tags on the fly. To create a new tag, enter the tag name and press Enter. Learn about creating and managing your tags here.
   
   

You can continue with your regular campaign creation flow.

Step 2: Analyse Campaigns by Tags

In this section, let us analyze campaigns by tags.

Filter Campaigns

You can filter your campaigns using tags.

1. On the All campaigns page, click the More filters icon.
   
2. On the Filter campaigns pop-up window, you will see the following options under Has campaign tags to filter campaigns:

• • All of these - This option helps to view campaigns that have all the selected tags. For example, if you have selected India and Mobile, this option will show the campaigns that have both tags.
  • Any of these - This option helps to view campaigns that have any of the selected tags. For example, if you have selected Sale and India, this option will show the campaigns that have either of the two tags.
    

Segment Users Based on Campaign Tags

Now, let us segment users who have clicked any of the Mobile related campaigns.

1. Navigate to the Segment > Create segment.
2. Select an event name (for example, "Event Notification clicked for Push Campaigns").
3. Use filter by “Campaign Tags in the following Mobile”.

This will segment all users who have clicked the notifications from campaigns C1 and C3, regardless of the region tag. Read more about segments here.

Analyse Campaign Reports

The tags are available in campaign reports. The tags are included with each "tag category" as a separate column in the report. Make sure that you have selected Tags in the campaign attributes while setting up your report.

In this scenario, the report will have three additional columns: Tag Category Default, Tag Category Region, and Tag Category Vertical. You can use these columns to filter and analyse your campaign reports.

Conclusion

In this use case, we created a campaign with tags (across categories) and then used these tags to filter campaigns, create a segment, and analyse campaign reports.

It will help you effectively evaluate if your marketing initiatives are efficiently resourced and achieving specific objectives, ultimately leading to more successful marketing initiatives.